下半年，联合利华需要在中国打一场“反弹之战”

Core Viewpoint - Unilever's financial performance in the first half of 2025 shows a decline in overall revenue but indicates a positive trend in strategic transformation and market focus, particularly in the Chinese market [2][4][30]. Financial Performance - Total revenue for the first half of 2025 was €3.01 billion (approximately ¥24.76 billion), a year-on-year decrease of 3.2%, primarily due to currency fluctuations (-4.0%) and business adjustments (-2.5%), while underlying sales grew by 3.4% [2]. - Operating profit was €530 million (approximately ¥4.37 billion), reflecting a significant year-on-year drop of 10.6% [2]. Strategic Focus - CEO Fernando Fernandez emphasized the importance of "focus" and "agility" in driving growth, highlighting the company's strategic correctness in both developed and emerging markets [4]. - Unilever is undergoing a profound transformation, with plans to spin off its ice cream business and leverage influencer marketing as a new growth engine [4][12]. China Market Insights - In China, Unilever's underlying sales saw a slight decline in the first half, but improvements were noted in the second quarter, suggesting that recent adjustments are beginning to yield results [6][26]. - The company is accelerating premiumization and localized innovation, exemplified by the launch of the Vaseline Water Radiance Body Essence series tailored for Chinese consumers [8][27]. Regional Performance - Revenue contributions from developed markets (44%) and emerging markets (56%) showed growth rates of 4.3% and 2.8%, respectively, indicating that the Chinese market is crucial for the group's return to positive growth [10][30]. - The beauty and personal care segments generated €650 million (approximately ¥5.35 billion) in revenue, with underlying sales growth of 3.7% and 4.8% [10]. Business Restructuring - Unilever is actively engaged in mergers and acquisitions, focusing on high-end beauty and personal care brands, while divesting non-core assets to optimize its business portfolio [13][16]. - The company has made several acquisitions, including a 90.5% stake in the high-end beauty brand Minimalist and the purchase of the UK-based eco-friendly personal care brand Wild [16][17]. Marketing Strategy - Unilever is shifting towards a "influencer-first" strategy, planning to increase social media spending from 30% to 50% of its total advertising budget and expand collaborations with influencers [18][19]. - This strategy aims to enhance brand relevance and connection with younger consumers, particularly in the beauty sector [20]. Future Directions - Unilever's three core development directions include enhancing beauty and health, increasing investments in the U.S. and Indian markets, and deepening high-end and digital transformation [22][23][24]. - The company anticipates a rebound in the Chinese market, supported by regional growth and strategic adjustments, with expectations of a sales growth rate between 3% and 5% for the full year [30][29].